Google Launches New Tools to Remove Deepfakes and Personal Data as India Tightens AI Norms

As India sharpens its regulatory focus on artificial intelligence (AI), deepfakes, and manipulated online content, tech giant Google has rolled out new Search tools aimed at giving users greater control over their personal information. The move comes at a time when the Indian government is enforcing stricter IT norms requiring mandatory labelling of AI-generated content and faster takedown mechanisms for harmful digital material.

With deepfake incidents and AI-generated explicit content rising globally, regulators are increasing pressure on technology companies to ensure user safety and accountability. In response, Google has introduced simplified reporting systems and expanded removal options to help individuals protect their online identity.

India’s Stricter AI and Deepfake Regulations

Government Push for Responsible AI

India has been actively updating its digital governance framework to address the misuse of AI tools. Authorities have called for clear labelling of AI-generated content, quicker response timelines for removal requests, and stronger compliance from online platforms. These measures aim to curb the growing misuse of synthetic media, including deepfakes that impersonate individuals or manipulate visual content.

The new compliance expectations reflect a broader global trend, with countries across the US, EU, and Asia tightening oversight of digital platforms to prevent abuse, misinformation, and identity manipulation.

Google Introduces Simplified Removal Process

In response to rising concerns, Google announced enhancements to its Search removal system through an official blog post. According to Google, the updated Search system aims to help victims of such harmful content to report and give users more direct control over what appears about them online.

How to Remove Explicit Content from Google Search

Google has simplified the reporting mechanism for explicit and intimate images. The updated process works as follows:

• To restrict explicit data, click the three dots next to a Search result.

• From the menu that appears, select the "Remove result" option.

• Google will then prompt the user to specify the reason for the removal. If the image is explicit or intimate in nature, users can choose the option stating that it shows a sexual image of them.

This streamlined interface reduces the complexity previously associated with filing complaints.

Multiple Image Reporting in a Single Request

Faster and Less Repetitive Process

One of the major improvements is that users can now report multiple explicit images within a single request. Earlier, individuals were required to submit separate complaints for each link or image.

With the latest update, several harmful results can be selected simultaneously and submitted together. This change significantly reduces reporting time and minimizes emotional distress for victims who previously had to repeat the process multiple times.

“Results About You” Hub for Tracking Requests

Centralised Dashboard for Transparency

• Once users submit a request, they can track its progress through the “Results about you” hub.

This dedicated dashboard allows users to:

• Monitor pending and reviewed requests

• Receive notifications on status updates

• Identify new instances of personal data appearing in Search

The feature increases transparency and ensures users remain informed throughout the removal process.

Protection Against AI-Generated Deepfakes

Filtering Similar Explicit Results

Deepfakes remain one of the fastest-growing digital threats. AI tools can manipulate images and videos to create highly realistic but false content.

To address this issue, Google has introduced additional safeguards. Once a removal request is approved, users can activate a feature that filters out similar explicit results in future searches linked to their name. This is particularly helpful in deepfake cases, where altered content may reappear in slightly modified formats.

Expanded Removal of Sensitive Personal Information

Google is not limiting its action to explicit images alone. The company has broadened its removal categories to include sensitive personal data such as:

• Government ID numbers

• Personal addresses

• Phone numbers

The system can also alert users if new instances of such information are detected online, enabling quicker protective action.

Important Clarification on Content Removal

Google has clarified that the removal applies only to Search results. The original content will continue to exist on the hosting website unless that platform independently removes it.

This distinction highlights the shared responsibility between search engines and hosting platforms in combating online abuse.

Rollout Timeline

Google is gradually deploying these safer Search tools across multiple countries, including India. The phased rollout ensures technical stability and allows the company to refine the system based on user feedback.

Why This Matters

The update comes at a crucial time when AI-generated misinformation and deepfakes are becoming increasingly sophisticated. India, with one of the largest internet user bases globally, has witnessed growing concerns around digital impersonation, non-consensual intimate imagery, and identity theft.

By enhancing removal systems and empowering users, Google aims to balance innovation in AI with stronger user protection frameworks.

Conclusion

As India strengthens its AI governance and demands stricter accountability from digital platforms, Google’s latest Search updates mark an important step toward online safety. The simplified reporting process, multiple-image complaint feature, “Results about you” dashboard, and expanded removal of sensitive personal information collectively provide users with greater control over their digital footprint.

While the original content may still exist on third-party websites, these improvements significantly reduce its visibility in Search results. In an era where AI-generated deepfakes and manipulated content are becoming more common, such proactive measures are essential to protect privacy, dignity, and digital trust.